Ways of Seeing the Design Material of Service - Blomkvist, Clatworthy, Holmlid
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Ways of Seeing the Design Material of Service Johan Blomkvist (Li.u/AHO) Simon Clatworthy (AHO) Stefan Holmlid (Li.u)
Transcript of Ways of Seeing the Design Material of Service - Blomkvist, Clatworthy, Holmlid
WaysofSeeingtheDesignMaterialofService
JohanBlomkvist(Li.u/AHO)SimonClatworthy(AHO)StefanHolmlid(Li.u)
Why”material”
• Separatedesigndisciplines?• Waysofworking?• ImplicaIonsfortheroleofservicedesign?• DirecIonsforthediscipline?
The Materials of Service - 3 different views
1. Definitions of material - Simon
2. From prototyping/practice - Johan
3. From theory of SL - Stefan
If “Designing as reflective conversation with the materials of a design situation” (Schön 1983, p.78), what then are the materials of Service?
IHIP or Service Dominant Logic - materials for something highly immaterial?
Something has to be combined, formed, customised and produced to deliver service.
What are these materials, and can exploring them give insights of value for service design?
Why Materials?
* Schön, DA. (1983): The reflective practitioner:
The Materials of Service - 3 different views
1. Definitions of material - Simon
2. From prototyping/practice - Johan
3. From theory of SL - Stefan
What is “material”?
a) (1) the elements, constituents, or substances of which something is composed or can be made (2) matter that has qualities which give it individuality and by which it may be categorised <sticky material> <explosive materials>
b) (1) something that may be worked into a more finished form (2) something used for or made the object of study <material for the next semester> (3) a performer’s repertoire <a comedian’s material>
(Merriam webster, 2011).
When related to Service …
What are the the Elements, of which Service is composed?
Which Qualities give individuality?
What is a service designers Repertoire?
What are the Somethings that may be Worked into a more finished form?
Viewed from a design perspective
Comment Traditional view Possible additions
The elements, of which something is
composed
Multiple elementsHighly experiential
ComplexPeople
TouchpointsJourney/time
Backstage & org.It-infrastructure
TimeDrama, narrative, rolesSituation and scenes
Culture and symbology
Qualities which give
individuality
Integration of elements to provide value in use
IHIP/SDLServqual
Customer experience
Symbolic meaningCo-production
Brand-experience
A performer’s repertoire
Orchestration IntegrationCo-design
Design thinking
Org. designIt-infrastructure
Touch-points (people)
Orchestrator/enablerCo-designIntegrator
Tool-maker
Something that
may be worked into a more finished
form
ConceptProcess /prototyping
BlueprintNSD (New Service
Development)Perceived offering
From brand to interactionExperience prototype
The Materials of Service - 3 different views
1. From dictionary - Simon
2. From prototyping - Johan
3. From theory of SL - Stefan
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RepresentaIonsofservice»Roleplay–makingenactmentsofspecifictouchpointsorservicemomentsandexploringthem,usinge.g.theatremethods.Doesnotrequirepropsmadefortheoccasion.»Customerjourneymaps–adepicIonofthecustomer’sjourneythroughaservicewithafocusontheexperience.»Blueprints–adepicIonofallcomponents,acIonsandinteracIonsinvolvedinaservicedeliveryfrombackofficeprocedurestoreceipts.»Designscenarios–adescripIonofapotenIalserviceuse,usedtoexplorecertainaspectsoftheservice.»Storyboards–similartocustomerjourneymaps,butfocusingontheinteracIonsandacIons.ThedepicIonisbuiltinthesamefashionascomicstories.»Desktopwalkthrough–usingplaydough,smallfigures,andwhateverisavailableaservicelocaIoniscreatedandexplored.»ServiceStaging–oneormorelocaIonsarebuilt,completewithpropsthatsupportimmersionintheserviceexperience.Theserviceisthenenacted.Canbedonetogetherwithexternalstakeholders.
Thingsdesigners(can)workwith
»Components»Things»LocaIons»AcIons»Procedures»InteracIons»Experiences
The Materials of Service - 3 different views
1. From dictionary - Simon
2. From prototyping - Johan
3. From theory of SL - Stefan
Phrases
Concluding
• …
